Designing with eye tracking in mind

Every time a user moves their eyes from one fixation point to another, it’s considered a saccade

Images of human faces nearly always capture our attention.

Our eyes use visual leading to dictate where we should look

Eye-tracking analysis is a research tool used to measure visual attention. Visual attention is of interest because 83 percent of the information used in cognitive processing is visually obtained

An eye tracker is a tool and, like any other tool, it is most effective in the hands of an expert. Real insights can only come from a facilitator with the knowledge and experience to analyse the data eye tracking provides

Eye Tracking and Usability: How Does it Work?

Our brains are far more engaged by storytelling, especially when they’re accompanied by images and videos than heavy text placed all over the page. The reason being, people are more drawn towards visuals as they enrich their experience

Eye tracking is, simply, the observation and recording of eye behaviour such as pupil dilation and movement. It has applications in many areas, including psychological research and packaging design, but with regards to screen-based media, it’s primarily used by researchers to identify where users are looking

it’s vital to understand that the task the user is trying to achieve matters greatly. If the tasks don’t resonate with test participants, they will follow a path of least resistance and eye tracking won’t bring much value.

eye-tracking research study is done similarly to any other research, however it requires more sophisticated devices. Whether you want to test offline or online interfaces, makes a difference and you need to decide in advance whether you want to analyse the obtained hotspot images one by one or you’d want to use the aggregated images for the analysis as well

Eyetracking research shows that people scan webpages and phone screens in various patterns, one of them being the shape of the letter F.In the F-shaped scanning pattern is characterized by many fixations concentrated at the top and the left side of the page

When people refer to a “heat map,” they’re referring to a visualization that displays user behavior. But, that user behavior isn’t always the same. Some heat maps show how people scroll, while other types can identify where people hover with their mouse on a screen

When deciding whether to undertake eye tracking on your site it is important to consider your goals and resources as well as the capabilities and limitations of the testing method.

Eyes are the window to the soul. It’s possible to read a lot about people based on their eye behavior. But eyes are also the gateway to knowledge about how people gather information and what influences their actions and decisions

Eye tracking enables business owners and

Heat maps represent where the visitor concentrated their gaze and how long they gazed at a given point. Generally, a color scale moving from blue to red indicates the duration of focus

The system can create various overview images enabling the researcher to determine the efficiency of the visual interfaces, the viewing sequence of the interface and also which graphic and visual components drew the most attention on the given interface and whether there were any areas which the research has neglected altogether

How do users scan pages? What patterns do they follow? What are the elements that get most of their attention? These are typical questions during usability testing sessions

Eye tracking enables business owners and marketers to understand user interaction with their websites and landing pages. They can draw a lot of startling insights by using eye tracking with heatmaps, and strategize the design of your landing pages

Eye-tracking tools output some compelling visualizations that can benefit product design process. By analysing eye tracking visualization, product designers can understand how users perceive and understand the content and UI design elements

By comparing the obtained results you can also test which one of the images and arrangements is the most efficient. The images of the focus map represent what exactly drew the participants’ attention on the interface

Saccade pathways trace the eye’s movement between areas of focus.

Eye tracking is the only method that can be used to objectively and accurately record and analyze visual behavior. Eye tracking allows you to uncover usability problems without disturbing natural user behavior

Eye tracking helps to understand authentic user behavior, and this is very useful when designing advertising, branding, packaging, and product placement. With eye tracking technology, advertisers will be able to measure exactly how many human eyes actually view their ads when they appear on the page and their reactions were on the ad

Eye tracking can provide you with valuable insights, such as:

Eye tracking is not a replacement for other, qualitative research techniques. The data from an eye tracking study may indicate that users spend more time fixating on a certain element

Where your site visitors are looking and for how long are they looking

As a participant looks at a webpage, the eye tracking device focuses on the pupil of the participants eye and determines the direction and concentration of their gaze. The software generates data about these actions in the form of heat maps and saccade pathways

How did their focus move from one item to another on your web page

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